Plumrose launches veggie range

Best known for its canned ham and Frankfurt products, Plumrose’s latest innovation opens the door to a new market: vegetarians.

Plumrose’s vegetarian range comprises meatless hot dogs and meatballs.

Plumrose Vegetarian Meatballs are a meat free “alternative to the family favourite” and “great in sandwiches, pastas or salads”.

Plumrose Vegetarian Hot Dogs offer the “same great taste now in a delicious meat free option”. They’re perfect for a quick lunch, dinner or entertaining.

The Plumrose brand has been in Australia since the 1960s. This is the first time that it’s launched anything different to meat.

Brand Manager Nicolette Barberoglou says moving into vegetarian SKUs was the right way to go in the market, with a clear focus on listening to consumer needs.

“The demographic is growing by the second,” she says.

“To be specific, 1 person every 5 minutes turns vegetarian in Australia.”

Claimed to be the first vegetarian meat in the canned food aisle, Plumrose offers a vegetarian option at a good price: Plumrose Vegetarian Meatballs retail for $5 and Plumrose Vegetarian Hot Dogs retail for $6.

The launch has been supported with an “aggressive” campaign including featuring in the Coles Magazine for April with fun and exciting recipes and a digital campaign.

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